Richard Freeman, founder and owner of Elite Motorsports, is reshaping the business of NHRA drag racing beyond just winning on the track. Starting in 2005 with a small team in Oklahoma, Freeman grew Elite into the largest professional drag racing organization in the NHRA. The partnership with six-time Pro Stock champion Erica Enders beginning in 2014 marked a turning point, helping the team climb into national prominence. Freeman’s vision centers on tapping the commercial potential of NHRA’s uniquely accessible fan and corporate experience.

Freeman’s approach diverges from traditional motorsport sponsorship models that focus mainly on vehicle branding. Instead, Elite Motorsports functions as a comprehensive commercial platform offering corporate partners access to the entire organization, including drivers, crew, hospitality, and marketing opportunities. Their flagship sponsor, R+L Carriers, was the first to embrace this model by engaging with the whole team rather than just a specific car. This shift helps sponsors integrate more deeply with fans and clients through immersive experiences beyond decals and race wins.

The transformation of NHRA events into business-to-business networking hubs is exemplified by Elite’s All-Access hospitality program. Launched with the hiring of Michelle Domagala as VP of operations and a strategic alliance with Tony Stewart Racing in 2025, the program provides customized luxury event spaces positioned right in the heart of race operations. These setups offer VIP experiences where sponsors and their guests can conduct business, enjoy meals, and witness race preparations up close—making NHRA events more of a corporate platform than just sporting events.

Looking ahead, Freeman aims to further innovate NHRA through new infrastructure like advanced haulers debuting in 2027, and expanding sponsorship flexibility by combining assets across the Elite and Tony Stewart Racing operations. Tony Stewart praises Freeman as the most influential figure in NHRA’s business side today, crediting his approach with creating a sustainable business model that supports racing competitiveness while delivering tailored partner value. Freeman’s focus on accessibility and partnership versatility could become a game changer for NHRA’s commercial future.